HelloFresh Group has announced it is expanding its ready-to-eat (RTE) brand Factor to the Netherlands and the Flanders region in Belgium.
Both the high penetration rate of e-commerce food solutions and consumers’ strong preference for convenience in the region have been key drivers behind the move, the company said in a statement. It follows the successful establishment and expansion of the service in North America since Factor was acquired by HelloFresh in November 2020.
“By launching Factor we are bringing a new healthy and ultra-convenient RTE solution to customers in the Netherlands and Flanders. We are looking forward to unlocking new customer segments in Europe as we expect RTE to significantly contribute to our growth in the coming years,” said Thomas Griesel, co-founder and CEO of HelloFresh.
Factor, which has been in operation in the U.S. for over a decade, allows its customers to choose from a selection of 12 chef-prepared and nutritionist-approved meals per week, spanning the dietary preferences Flexitarian, Pescatarian, Vegetarian, and Keto. Users of the service have full control over their weekly orders such as the ability to select the delivery time that best suits their schedule.
The latest move reflects a busy time for the group. HelloFresh launched Factor in Ontario, Canada at the beginning of the year and has been working on a nationwide rollout since then. As of Q4 2022, it reported that Factor’s U.S. market share in the RTE sector had soared to 60%. Now, expanding to Europe is seen as another significant step for HelloFresh as it seeks to become an integrated food solutions group.
Last year HelloFresh launched Green Chef in the Netherlands, catering towards diet and health conscious consumers. As part of the companyʼs multi-brand strategy, it expects Factor will attract a new demographic of Dutch and Flemish customers that were previously untapped by HelloFresh and Green Chef.
